Your audience doesn’t trust brand messaging. So how can you truly engage with them? Social media provides a conduit to engage with trustworthy influencers who can relay your brand messages, reach your target audience and make your story resonate. Join Cision’s Natalia Dykyj and Stacey Miller to learn how to use social media to build mutually-beneficial relationships with the influencers your audience trusts. They’ll show you how to: - Grow closer to your audience by targeting key influencers - Identify relevant contacts using the right tools - Build rapport with social media best practices - Get on influencers’ radars by engaging across mediums

1. Team Up With Social Influencers
@Tal9D | @staceylamiller | @Cision | #CisionWebinar

2. Today’s Participation
2
• During today’s webinar, attendees will be in listen-
only mode.
• If you are experiencing audio issues, please use the
chat box to contact the webinar host.
• Submit text questions: Q&A addressed at the end of
today’s webinar.
#CISIONWebinar

3. Natalia Dykyj
Vice President, Product
@Tal9D
Stacey Miller
Senior Manager, Communications
@staceylamiller

4. The changing nature of influence

7. @Tal9D | @Cision | #CisionWebinar

8. Influencer marketing involves marketing products
and services to those who have a sway over the
things other people buy. This market influence
typically stems from an individual's expertise,
popularity, or reputation.
• www.marketing-schools.org

9. “The ‘influencer ecosystem’ in business marketing
is a specialized group of people for each company,
an industry-specific and well-connected few who
can reach the purchase decision makers.”
– Molly Soat, American Marketing Association

10. @Tal9D | @Cision | #CisionWebinar

11. 11

13. By the numbers

14. 92% of people trust
recommendations from
individuals (even if they don’t
know them) over brands.(Source: Nielsen)
@Tal9D | @Cision | #CisionWebinar

15. 37% better retention is
reported for customers
acquired through word-of-
mouth.(Source: Deloitte)
@Tal9D | @Cision | #CisionWebinar

16. 47% of users are influenced in
their purchases by social
media.(Source: Deloitte)
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17. 81% of marketers who have
used influencer marketing
judged it to be effective.(Source: eMarketer)
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18. Source: The Shelf

19. Benefits of aligning your brand
with influencers

20. Reach

21. cred·i·bil·i·ty
ˌkredəˈbilədē/
noun
1. the quality of being trusted and believed in.
@Tal9D | @Cision | #CisionWebinar

23. How to implement influencer
marketing
@staceylamiller | @Cision | #CisionWebinar

25. Find the right influencers

26. Karen Price-MuellerBeth Kanter
FinanceNon-Profit Education
Andrew Kelly
Tech
Robert Scoble
Pharma
Paul Tunnah
Travel
Ann Tran
Real Estate Retail
Anton Stetner Nicole Reyhle

28. Understand influencers

29. Building Rapport
#besties

30. Create an
engagement
schedule.

31. Relationship Management

32. Best Practices

35. @staceylamiller | @Cision | #CisionWebinar

36. Photo Credit: ibtimes.com

37. • New product or service features
• Test messaging
• Get feedback, focus group
• Behind the scenes, exclusive
• Before anyone else, VIP
• Run contests
• Get user-generated content
• Exchange content
@staceylamiller | @Cision | #CisionWebinar

39. @staceylamiller | @Cision | #CisionWebinar

41. Photo Credit: Eric T. Tung / Facebook

42. Photo Credit: Kerry Gorgone / Facebook

44. Dont’s of Influencer Marketing
1. Don’t treat influencers like commodities.
2. Don’t ask for anything first.
3. Don’t forget to disclose if compensation is
involved.
@staceylamiller | @Cision | #CisionWebinar

46. Questions?

47. Thank You for Attending!
About Cision
Cision is a leading global media intelligence company, serving the complete workflow of today’s
communications, social media and content marketing professionals. By offering the industry’s most
comprehensive PR and social software, rich analytics and a Global Insights team, Cision enables
clients to improve their marketing and strengthen data-driven decision making. Cision also
represents:
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